In the face of stagnant growth in traditional advertising, digital publishers are looking to sponsored content as an alternative route, something Buzzfeed has been doing well, and The Atlantic has been doing less well recently.

It’s an approach that new AOL Huffington Post Media Group CEO Jimmy Maymann tellsTheMediaBriefing is going to be a core part of how the online news outlet makes money. And with 10 more country launches coming in the next 18 months, it’s a strategy being rolled out around the world.